Health Economic Outcome Research: An aid to better therapeutic decision making

Health economic and outcome research (HEOR) consist of pharmacoeconomic research and health technology assessment activities. HEOR provides evidence based justifications and profitable value of healthcare interventions and therapies. HEOR supports health care authorities to understand the impact of therapies and treatment options. HEOR plays a vital role in internal decision making process and deliver useful information for licensing and R&D, as well as pricing and market strategies. It also helps to define reimbursement with existing and newly introduced medical technologies.

The cost and demand of healthcare is increasing day by day due to increased technology, standard of living, life expectancy and increased demand in heathcare quality and services. High pricing of medicines and limited resources facilitates the need of Pharmacoeconomics. It reduces spending of resources without any competitive benefits at all the stages in the development of medicines i,e when they are researched, produced, and marketed. It supports clinical pharmacologists in promoting rational prescribing as well evaluates perspective, time horizon and cost.

Pharmacoeconomic evaluations are stepwise starting from problem identification and determination of study perspective to find out the specific treatment options, thereby selecting appropriate model. It measures input and output of investment, identify the resources necessary to conduct the analysis and establish the possibilities for the outcomes to the alternative. It also designs a decision tree, conducts analysis and present the result to acknowledge any assumption. The methods involved in pharmacoeconomics helps in interpreting issues related to cost & health benefits and weigh the cost of alternative drugs against the outcomes and policies.

Health technology assessment (HTA) is an evaluation of effects and impacts of health technology systematically. Its a multidisciplinary art to measure the socio-economic, organizational and ethical issues. HTA evaluates evidence of safety, effectiveness of real world and cost, patient reported outcomes as well as social, legal, ethical, and political impact and also long term consequences of a health care technology. The main objective of conducting an assessment is to inform a policy in decision making. Recently a reference document on HTA has been developed by World Health Organization which details about the concept and various support programmes of HTA.

Health economic and outcomes research acts as an important tool to support clinical decisions, individual patient treatment, formulary management, contribution to medication policies, resource allocation. HEOR supports drug inclusion or exclusion to the formulary for a cost effective treatment. Economic modeling and techniques of pharmacoeconomics supports the treatment of patient and analyze them by means of cost minimization analysis, cost effectiveness analysis, cost benefit analysis and cost utility analysis.

At WorkSure® we provide clear, quantifiable, and prescriptive methodology to decide among alternative outcomes in clinical decision analysis through its economic modeling capabilities. We recognize, measures, and relate the costs and consequences of drug therapy to healthcare systems and provide well trained, highly experienced team of economists, medical professionals and biostatisticians. We are highly specialized in Pharmacoeconomics studies, modelling in health care budget analyses. We have successfully completed Pharmacoeconomics projects for various healthcare institutions to optimize their resources and activities accordingly. We relates patients, society, and economy to drug therapy. We establish guidelines or standards of practice, creates a cadre of trained producers and consumers of Pharmacoeconomics work. We provide education on the relevant features of this discipline for practitioners, private sector executives and to government officials.

Medical digital marketing: bridging the gap between care providers and end users

Medico or healthcare digital marketing involves use of IT and digital tools and strategies for promotion and sales of products related to pharma/medical/ biotech industry. Apart from direct product promotion, digital marketing can be used effectively to build a brand or establish an entirely new therapy segment.

With rapid digitization and internet reach over last decade, the conventional marketing strategies no longer provide the quintessential edge to their clients. Although healthcare is slow to embrace the digital marketing, it is fast catching up with other sectors which depend heavily on sales and marketing.

Digital marketing is equally effective in addressing both the paradigms of healthcare i.e. doctors and patients. Whether there is a question of providing recent updates to single physician practices using customized digital content on iPADs or running a mass patient education campaign, software tools can handle myriad of tasks. Mass mailers with targeted messaging and subtle branding are now routinely being used to spread the massage among larger audience.

Conventional marketing tools such as product brochures, catalogs and visual aids can now easily be adapted and reproduced in the digital format. These are then circulated to the desired audience instantly without the need for taking a formal physical appointment for providing information to the doctors. Providing sponsored updates on regular basis on any therapeutic area or relevant topic is also a useful marketing strategy. This can be easily accomplished using various digital channels such as newsletters, mass mailers and online blogs.
Apart from the one-way communication, IT tools now act as listening posts for customer feedback. Although, this does not strictly fall under the ambit of marketing, yet collection and analysis of customer feedback (hospitals/physicians and patients) is an important function of after sales activities. This may be particularly of interests for medical device manufacturers.

With the advent of miniaturized IT devices such as smart phones and tabs, healthcare providers (pharma/hospitals and device companies) can propagate the desired message to patients located at remote places. Specialized apps or applications which double-up as marketing tools, are increasingly being used for promoting the product. Mind boggling spread of internet has fueled social media growth over last few years. Needless to say that social media has further helped to bridge the ever decreasing gap between care providers and end users. Pharma companies can now run social media campaigns to build product awareness among the medical fraternity. Large amount of relevant messaging can simply be uploaded on these sites which can be viewed by the concerned stake holder at their convenience.

Digitalization in healthcare marketing has opened new marketing avenues and provided freedom to do such activities in innovative ways. However, with freedom comes great responsibility. To ensure this, digital marketing is governed with laws and ethics. Organizations have to follow the promotional guidelines and codes given by iFPMA and WHO to maintain sanctity of information.

WorkSure® is a leader in Med-Digital marketing with strong medical domain and best IT infrastructure. We develop and define strategies to improve the visibility and reach of the product, provide guidance in KOL management and scientific activities. Our on demand or full time engagement models provide flexible approach of client association. This enables us to cater to wide gamut of healthcare providers that include pharmaceutical/medical device companies, academic institutions or hospitals.

Med-Digital solution is shaping the future for pharmaceutical marketing

‘Digital’ has become an important part of the everyday life. Digital healthcare plays a key role in the overall business strategy, and is going to change the world dramatically, affecting all businesses and modes of life. The fastest pace of technological and medical advancement, increase in healthcare spending and the needs of a growing and aging global population makes it a major sector in its own right. Most of the life sciences and technology companies plan to increase their investment in digital healthcare.

Digital healthcare is the intersection between two giant sectors- life sciences and technology. Healthcare information search is one of the most common online activities among internet users of all ages. Pew Research found 72% of patients use internet to search for information on hospitals, doctors and medical treatments. The presence of interactive digital communications is necessary in order for the pharmaceutical companies and Health service providers to ensure full relevance and profitability. The web and mobile technologies have the potential to both deliver personalized and culturally-tailored communications that are widely used and highly-trusted by consumers. Various digital platforms are linking online professional and patient communities and helping them adapt to increase usage of mobile, social media for medical information.

Physicians prefer to conduct easy tasks such as information-checking on mobile devices, while leaving more complex activities like CME for completion on their PCs. But improvement in mobile browsing capabilities and introduction of IPADs, tablets, smart phones etc. physicians have started using them for more advanced activities than just reference purposes. Physicians are no longer limited to in-person details for information and updates on pharmaceutical products, but can easily seek out this type of information at any time through various medical information digital platforms. In light of this, pharmaceutical companies are also offering clinician online customer services such as customer service portals, live video presentation, interactive detailing and e-sampling. Sales team is also “digitalizing” its in-person visits with tools such as tablet PCs, IPADS etc.

To have an effective content marketing strategy, healthcare companies must have a comprehensive, written plan for success. There are some businesses that are very innovative in terms of digital advancement, but lack of good case studies of digitalisation in the pharmaceutical sector limits the use. Some organisations are trying to understand the true value of digital while others are integrating it into the wider marketing strategy. Despite these barriers, healthcare marketing cannot be overlooked.

The traditional one way relationship in healthcare system will change to two way relationship exclusively with help of digitalization on this sector. Digital Marketing in any sector is a more cost-effective and less time consuming method to communicate with customers compared to traditional marketing. Digital marketing allows pharmaceutical marketers to use data to create more strategic engagement with prescribers and physicians.

WorkSure® is a Med-Digital solution provider and work as Medical knowledge and technology partner to all healthcare industries. WorkSure® brings in a unique capability of world class Medical services along with IT infrastructure, and is involved in developing various interactive digital platforms for doctors and patient education. WorkSure® IT based products helps improve qualitative healthcare, while managing large databases for doctors and patients to have easy and quick interactions. Various digital interaction platforms and medical information transfer systems help easy flow of information for industry, physicians as well as patients.

Knowledge about medico legal issues for a treating doctor: Mandatory social responsibility

The right to healthcare requires ensuring that appropriate physical health services are available without discrimination and are accessible, acceptable and of good quality. Medico legal case (MLC) is a case where besides the medical treatment; police investigations are essential to fix the responsibility regarding the present condition of the patient. MLCs are cases of trauma, ailment or infection where the attending doctors require legal knowledge and shall understand the right to healthcare of patient. Cases of accidental deaths, dead on arrival, unnatural events, fire arm injuries; mental illness, physical injuries and poisoning under suspicious circumstances are some examples of MLCs.

MLCs are an integral part of medical practice that is frequently encountered by medical officers, causality medical officer, in-charge ward. The decision to label a case as MLC should be based on sound professional judgment after taking a detailed history and thorough clinical examination. Case of discharge / transfer/ death under suspicious circumstances must be reported to the police & nearest of kin whenever such MLCs are brought to the notice of attending doctor for treatment. Also, police should be informed immediately by the Medical officer on sudden death of the patient after admission to the hospital especially when the cause of the death is not known.

Legal formalities restraints of the institutions or hospital shall not stop them from providing basic medical treatment. The treating doctors shall have point to point knowledge of medicines related MLCs and even law of the state and country. There are various types of medico legal cases registered against medical professionals which include failure to preserve the necessary samples for subsequent examination, releasing the dead body of a patient in a criminal case without inquest and Post- Mortem or carelessness/negligence towards the patient. Generally legal problems start with controversy revolving around the duties and rights of doctors. The healthcare professionals, allied themes and the lawyers are engaged collectively in legal advocacy to ensure the protocols and procedures utilized at health.

There are differences in the legal procedures being followed by different states. In non­-entitled cases, after the initial stabilization, the patient may be transferred to the nearest hospital and by ambulance. To realize the right to healthcare of survivors, health professionals must be trained to respond appropriately to their needs, dignity and autonomy of each survivor.

Law is common to all; knowledge about medico legal issues is not optional for a treating doctor but a mandatory social responsibility. It is important to handle such cases to facilitate social and legal justice. A doctor has a right to refer the patient to other facility to maintain regularity of the treatment if required. In addition, he/she also has the right to turn away before commencing medical treatment. But it is necessary to provide basic minimum care to the patient when some emergency occurs and he/she can also ask for written refusal letter if the patient does not want follow what has been advised.

Doctors should register MLCs whenever they are in doubt to determine the medico legal implications. He/she should maintain the complete records of the patients including the personal details, history, examination and treatment of the MLC patient. It is advisable to follow the legal aspects to avoid embarrassment in the court of law due to the lack of knowledge and awareness regarding MLCs and their practices.

WorkSure® offers MLC products to help medical fraternity through increasing awareness. The products continuously helps the doctors, lawyers & private nursing home by providing reader friendly information about the commonly encountered situations within medical legal domain. We also provide valuable guidance to protect you from all the medico legal complications in day to day clinical practice.

Med-Digital initiatives are now serving as knowledge reservoirs of education for healthcare

The phenomenal change of the digital world during the last few decades has revamped the thinking and learning capability drastically. Healthcare system is adequately influenced by digitalisation and thereby prompting a need to change traditional patient education based on paper and vocal methodology to an active audio-visual digital system. Although, conventional tactics such as conferences and face-to-face details are still important tools when marketing of devices and drugs are concerned. In this era of digitalization, physicians need to update themselves, possibly by digital education programs like turning online to resources for continuous medical education (CME), retrieving patient education materials, viewing guidelines etc.

The Internet has been a key factor in driving globalization in recent years. It provides easy convenience to learn, update, and communicate among patients, families, and health providers. Digital platforms can also evaluate the impact of internet-based programs on health events, promotion, and consumer fulfilment. With the help of digital discoveries, the treatment outcome in patients has fairly improved..

Besides e-services, telehealth has also increased practice alternative for providers. Telehealth encompasses a broad variety of technologies and tactics to deliver virtual medical, health, and education services. Telehealth is now more commonly used as it describes the wide range of diagnosis and management, education, and other related fields of healthccare. These include, dentistry, counselling, physical and occupational therapy, home health, chronic disease monitoring and management, disaster management and consumer and professional education.

One of centered digi platform, YouTube is found to offer many advantages over self-publication, mainly in terms of scientific simplification, increased audience attraction, identitibility, and analysis. In context to the transitory awareness seen in most YouTube content, the channel is gaining non-stop popularity. YouTube’s broadcast mock-up distributed aspects of the connection between educators and their learners, thereby restrictive its use for more purposeful activities, such as to continuing patient medical education.

The National Health Services (NHS) Commissioning Board, in 2013, launches its new integrated customer service policy. According to the new service utilises which include the full range of channels like web, telephone, apps etc to offer access to information to support precision, involvement and communication. Digital health services have verified benefits in informed choice, shared result making and patient contribution.

Also patient education has an important role to play in management of chronic health. Many recent studies, in patients with multiple chronic diseases, demonstrated that efficient patient education can result in improved clinical outcomes and also minimise the utility of critical medical care services. Computer based education plans have been shown to improve disease-specific information which also helps in self-management. Increasing patient curiosity in using computing, development of technical capabilities of Personal Digital Assistants (PDA), effectively provide a possibly attractive tool for patient education. PDA is now getting a high class acceptance for both patients and clinicians as an interactive patient-education tool.

Different elements in society are now taking an advantage of digital technology to craft beneficial relationship. Each and every element in the multifaceted system of health care and medical guidance can thus be easily connected, and involve the patient in the heart of care and the trainee’s in progress relationship to the patients to focus them on education.

WorkSure® is a Med-Digital Marketing company who work as Medical knowledge and technology partner to all healthcare industries. WorkSure® brings in a unique capability of world class Medical services along with IT infrastructure, and is involved in developing various interactive digital platforms for doctors and patient education. WorkSure® IT based products helps improve qualitative healthcare, while managing large databases for doctors and patients to have easy and quick interactions

Application of Pharmacoeconomics for better informed decisions in Health Care System

Pharmacoeconomics (PE), a sub discipline of health economics, evaluates the behaviour of individuals, firms, and markets relevant to the use of pharmaceutical products, services, and programs, and with the focus on the costs (inputs) and consequences (outcomes) of that use. In other words it identifies, compare and measure the cost and value of one pharmaceutical drug or drug therapy to another. In broad term, it teaches the three basic outcomes i.e. clinical, economic, and humanistic to be considered in drug therapy.

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Crf designing : challenging step in clinical data management

According to ICH guidelines for GCP, CRF can be defined as a printed, optical or electronic document designed to record all of the protocol required information to be reported to the sponsor on each trial subject. CRF development is one of the most crucial steps in Clinical trials as it preserve and maintains quality and integrity of data. CRF design should be standardized to address the needs of all users such as investigator, site coordinator, study monitor, data entry personnel, medical coder and biostatistician.
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Regulatory Medical Writing: Providing quality standard scientific documents

The current global scenario recognizes regulatory medical writing as a tool to for developing authenticated documents related to products undergoing clinical trial. The purpose of regulatory medical writing is to offer the highest quality scientific documents for fulfilling the requirements of particular audience. Regulatory medical writing has grown complex with the introduction of new requirements for drug approval.

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Medical Writer: Building science for healthcare community

Medical writing is the process of writing scientific or regulatory document by specialized writers known as the “medical writers”. Medical writers might not be the real scientists who did the authentic research, but work with the physicians / scientists concerned in the creation of data, and thereby assist to present that data in appropriate and clear way. The importance of good medical writing must not be ignored as science depends on clarity and accurate reporting, otherwise meticulous research can appear imperfect if poorly presented.
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Medical Affairs Consulting Services A ladder to Expertise, Skills for Product Launch

Medical Affairs has originally emerged as a reaction because of increasing pressure from regulators to separate medical and commercial functions. Companies have been experiencing increasing internal demand to focus on generation and development of new products rather than managing products after FDA approval. Thus medical affairs has evolved into a separate medical organization that often sits within development organizations but primarily works on post approval activities and has both the scientific and clinical expertise to support commercial products.
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